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Choice experiment as a subset of choice modeling approach is the newest method for calculating the value of non-market goods and estimating individuals’ preferences in dealing with environmental goods. This study evaluates the individual preferences for different characteristics of the historical - recreational Ganjnameh site of Hamadan based on Lancastrian value theory and stochastic utility function. It uses the choice experiment, the conditional Logit model with Weibull (Gumbel) distribution of disturbance terms and Housman- Mac Fadden method for testing Heteroskedasticity and equality of cross elasticities among options of a choice set. The welfare effects of proposed policies can be computed using estimated willingness-to-pay for different levels of characteristics of an environmental good. Sampling was performed randomly among native and non-native tourists in summer 2011. About 216 out of 300 questionnaires were correctly completed that led to the 1296 observations in 3888 data lines. Results indicate that people have relatively high willingness-to-pay for policies adopted to preserve and improve the quality of various characteristics of ecosystem goods. People have the highest willingness-to-pay for preserving the ancient monuments, environmental health, cleanness of river water and maintaining forest diversity and natural landscape, respectively. The socio-economic variables such as age, being married, parenting, education levels, monthly household expenditure and locality result in increasing WTP.

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Due to the rapid modernization process, we can see the inefficiency and obsolescence of urban textures in Isfahan alike the most Iran’s cities. Hence, renovation development of old textures should be one of the main goals in modernization of Isfahan. Analyzing the widespread dimensions of housing and identifying the ranking ways of different attributes of residential units by consumers is the most important step for being successful in housing projects. Since housing attributes are the non-marketed goods, we need to use non-market evaluation method to evaluate them.  In this paper Choice Experiment Method (CEM) has been used to evaluate and determine the consumer willingness to pay for various housing attributes. For this purpose, one of the old textures of Isfahan was selected and a sample of households living in that area was randomly drawn with 120 observations. Data was collected using choice experiment questionnaires and analyzed using STATA and EXCEL softwares. The results show that choice of residential unit is a function of 7 attributes including land area, quality and type of materials used in residential units, neighborhood security, access to major city centers, exemption from charge payments for construction, the amount of loan paid for construction and price of residential unit. Based on the results, the most effective variable is the land area; and residents have a high willingness to pay for this attribute rather than the other attributes.